Registration Number
0222U005164,
0122U201339
, R & D reports
Title
Adaptation of the business entity's marketing strategy to crisis conditions
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Head
Kulchytska Nadiia Ye., Кандидат економічних наук
Registration Date
24-12-2022
Organization
Western Ukrainian National University
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The object of the study is the marketing strategy of the FOP. The purpose of the study is to substantiate practical recommendations for adapting the marketing strategy of the business entity to crisis conditions. Research methods - observation, comparison, analysis and synthesis, induction and deduction, theoretical generalization, evaluation and comparison, abstraction and generalization, graphic method. Theoretical results – the study of theoretical and practical directions of adaptation of the marketing strategy of the business entity in the direction of ensuring its competitiveness under the influence of existing crisis factors. Practical results – the prospects for the formation of a marketing strategy, taking into account the impact of crisis factors, are determined; the use of marketing tools in war conditions; prerequisites for the formation and development of the marketing potential of the business entity; The sequence of determining the composition of the strategic portfolio and planning the activity of the FOP Zhuravetskyi O. M. Novyzna - as a result of the conducted research, the previously analyzed provisions received further development. In particular: it is defined that digital or "digital marketing" is an interactive interaction marketing based on the application of information and communication technologies related to the Internet for the creation, communication, delivery and exchange of offers that have value for buyers , users and society as a whole; an analysis of five competitive forces of the metal-plastic window industry of Ukraine according to M. Porter was carried out; on the basis of the conducted SWOT analysis, a marketing strategy was formulated for the FOP Zhuravetskyi O.M.; the marketing potential of O.M. Zhuravetskyi FOP was evaluated and measures to increase it in crisis conditions were substantiated.
Product Description
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Dermanska Liudmyla V.
Poliak-Sverhun Mariana
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2022-12-24
